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My first presentation on Social Media to students at the University of Westminster in London
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How Social Mediais Changing the World
What is Social Media?
• What is the key defining factor?
• What is web 2.0?
Blog vs.Website
• What is the difference between a blog and a website?
Traditional Websites• Generally static content• One way stream of communication• Technically it uses HTML, DHTML,
Flash• More flexible but harder to
manager
Blog• Blogs were the original social media
platform• User generated content• Quick and easy to update• No/little technical knowledge needed• Technically, uses XML/RSS• Two way communication
Fundamental Changes
62% of content consumed by people born after 1980 is
created by someone they know
User Generated Content
Traditional Content Model
New Content Model
New Content Model
U.G. Content - Summary• Shift in content• Content is influence and content
attracts advertisers• User generated content is the new
dominant form of content
Customer to Audience to Community
Customer to Audience• Internet users are savvy, spoilt for
choice and don’t want to be bothered by brands/ads
• If you want to engage with them, you have to entertain them.
• Lies & patronisation (PR speak) does not work with them because of ease access to information
Will it Blend?
Customer to Community
Customer to Community
Active communities are a set of individuals joined by a common interest, with a meeting point to discuss these common interests
Customer to Community• Social media creates ‘meeting points’
for users across the globe• People are talking about brands
whether the brands get involved or not• The ability to join groups of shared
interest creates ultra-niching• Creating need for Community Managers
and builders
Ultra Niching
“Your audience is more fragmented than ever before making them harder to find but easier to define”.
Ultra Niching
• Much smaller groups but many more to target (demographics no good)
• Birth of true psychometric advertising• Broadcast marketing less effective• Forceful communications shunned
“The Democratic Web”
“The reason the social web sits so well with people is that it is run democratically, a concept that all people are used to”.
Democracy Monument, Bangkok, Thailand
Democratic Web
• Is the Internet is the best run democracy?• Voting/social filtering starting to play an
important role• Run by the people for people
Social Filtering
• Peer voting makes quality content more visible
• Tagging/interest preferences
• Technorati authority• Social bookmarking
– StumbleUpon– Digg– Reddit
Social Filtering
How Big is Social Media?
• Over 70 million videos on Youtube• 133 million blogs• 346 million blog readers• 77% of active Internet users read blogs• 1.1 billion tweets on Twitter to date• 700 million photos added to Facebook daily• 150 million users on Facebook
Real life examples
Zopa Ebbsfleet united
Compare the
Meerkat
Obama Campaign
www.usnowfilm.com/clips
Zopa
• Social banking• Know where
your money comes from
Ebbsfleet United
• Fan managed football club
• Great example of social voting working in real life
Compare the Meerkat• Compare the Meerkat.
Aleksander has 1064 followers. Would they bother following comparethemarket? Another example of a boring brand using social media to turn customers into an audience.
• Watch vids, compare meerkats, interact with a brand without really feeling like you are being advertised to
• He’s even on TwitorFit! http://www.twitorfit.com/Aleksandr_Orlov
User power
• The influence of the consumer has multiplied through unified online voices.
• Consumer research at your fingertips, finding the truth to claims in minute.
• Your customer has become your community. Communities talk most when they are either very happy or very angry.
